Discover overlaps and compare audiences
After creating a project, you can compare your audiences against your collaborators. This helps you identify relevant audiences for campaigns and decide which ones to send to collaborators for activation.
The match keys used to discover and compare audiences are set up during the connection process. Match keys are use to calculate the overlap between your audiences, and can be toggled on and off. To edit the match keys, select the Edit match keys option.
The Edit match keys dialog opens, where you can toggle off the match keys that you don’t want to use. Select Save to save your changes.
Prerequisites prerequisites
To begin using the Discover tab within your project, you should have:
- Sourced audiences into your account
- Connected with a collaborator with the Audience discovery use case enabled
- Created a project between you and a collaborator
Once these prerequisites are met, you can start exploring and comparing overlaps between you and your collaborator’s audiences.
Compare audiences compare-audiences
Use the compare audiences section to get rich information about the overlap between your and your collaborator’s audiences. To change the audience selection, use the dropdown selector at the top of the Compare audiences section. You can select one or all of your audiences and one or all of your collaborator’s audiences to compare against each other.
In the compare audiences section, you can see the following metrics, which are based on the match keys that you and your collaborator agreed on for the project:
If your collaborator has not enabled either the audience index or the overlap percentage, the audience will not have any comparison data available.
Relevant audiences relevant-audiences
The Relevant audiences section in the Discover tab provides a curated list of the top five audiences based on the overlap percentage between the your collaborator’s audience, and all your audiences. This feature helps you quickly identify the audiences with the highest overlap, enabling you to target your campaigns more effectively. Switch between the relevant audiences using the page selectors in the top right of the section.
The Relevant audiences section displays the following information for each recommended audience:
If audience index score is enabled for any of your collaborator’s audiences, relevant audiences will be based on the audience index score, and any audiences where the audience index has not been enabled will not be included. Relevant audiences based on the audience index score are sorted so the highest index score is displayed first. If audience index is not enabled for any of your collaborator’s audiences, the relevant audiences will be based on the overlap percentage.
Discover overlaps discover-overlaps
Discover overlaps to get insights into how your audiences compare against your collaborator’s audiences. By default, this section compares all of your audiences against each of your collaborator’s audiences. Use the pagination control at the bottom of the section to navigate through the available audiences.
If your collaborator has not enabled either the audience index or the overlap percentage, the audience will not be displayed.
To change your audience selection, select Change audience.
The Change audience dialog opens, where you can select a specific audience to compare against your collaborator’s audiences. Select the desired audiences, or clear your selections to select all audiences, and then select Save.
Once you’ve selected the desired audiences, the Discover overlaps section displays the following information for each audience:
Audience index score audience-index-score
Audience index scores are a nuanced metric that shows how strongly one audience relates to another based on underlying audience counts and overlaps. This helps you contextualize audience insights and identify high-potential audiences for prospecting and campaign targeting.
The index score is calculated using the following formula:
Imagine a car manufacturer wants to run an advertising campaign with a large CTV publisher for a new SUV model. The car manufacturer has data on who currently owns a similar model and wants to use that to find additional prospects to convert them to customers. The car manufacturer looks at the CTV publisher’s audiences to find a relevant audience that closely matches the current SUV owners.
Index score calculations are made and can be used to determine the likely success of the campaign:
To better understand how the index scores will impact your campaign, relevance bands are provided alongside the scores.
Relevance bands audience-index-relevance-bands
To enable easy comparison across different audiences and campaigns, Collaboration translates the index scores into relevance bands (very low to very high). This allows you to quickly assess the strength of the relationship between your audience and your collaborator’s audience.
Within the discover overlaps section, the audience index score will display the relevance band alongside the score. The score will be color-coded to indicate the relevance band, making it easy to identify the strength of the relationship at a glance. Very low and low relevance bands are displayed in orange, medium relevance bands in black, and high and very high relevance bands in green.
Next steps
After exploring and discovering the desired audiences, it’s time to activate the audiences that should be used in the campaigns.